Adobe Journey Optimizer

Mayank_Gandhi · 6/26/25

Microsoft joined Gmail and Yahoo in requiring DMARC for large senders (5,000 or more emails per day) in their consumer email services outlook.com, hotmail.com and live.com.

Beginning May 5, 2025, Microsoft started rejecting emails that don’t meet the new bulk sender requirements.

Why is this happening? Let’s understand

In today's digital landscape, email remains a cornerstone of communication and marketing. However, with the rise of phishing attacks and email spoofing, ensuring the authenticity of email communications has become paramount. This is where DMARC (Domain-based Message Authentication, Reporting & Conformance) comes into play.

What is DMARC?

DMARC is an email authentication protocol that builds upon two existing mechanisms: SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). It allows domain owners to specify how receiving mail servers should handle emails that fail authentication checks. By doing so, DMARC helps prevent un-authorized use of a domain in email communications, protecting both the brand and its recipients from malicious activities.

Why is DMARC crucial for Email Marketing?

Protects Brand Reputation:
Email spoofing can severely damage a brand's reputation. When malicious actors send fraudulent emails appearing to originate from a trusted brand, recipients may lose trust, leading to decreased engagement and potential loss of customers. Implementing DMARC ensures that only legitimate emails are sent on behalf of a domain, safeguarding the brand's image.
Enhances Email Deliverability :
Emails that fail authentication checks are often marked as spam or rejected by receiving servers. By implementing DMARC, organizations can improve their email deliverability rates, ensuring that legitimate marketing emails reach their intended recipients' inboxes.
Provides Visibility and Reporting:
DMARC offers reporting features that give domain owners insights into who is sending emails on their behalf. This visibility helps in identifying unauthorized senders and understanding the email ecosystem associated with their domain, allowing for informed decisions to enhance email security.
Compliance with Regulatory Standards
With data protection regulations like GDPR and CCPA emphasizing the importance of securing personal data, implementing DMARC aids organizations in achieving compliance. It demonstrates a commitment to protecting user data and maintaining secure communication channels.

Challenges in DMARC Implementation

Despite its benefits, many organizations hesitate to implement DMARC due to perceived complexities. Setting up DMARC involves configuring DNS records and understanding the interplay between SPF and DKIM. However, with the availability of tools and services that simplify this process, organizations can overcome these challenges.

Adobe strongly recommends you take the following actions:

Make sure to have DMARC record set up for all the subdomains that you have already delegated to Adobe in Journey Optimizer. Learn how

When delegating any new subdomain to Adobe, you can set up DMARC directly in the Journey Optimizer administration interface. Learn how

How to validate DMARC

To effectively implement and manage DMARC, one can rely on DMARC check tools. These tools help verify the correctness of DNS records related to SPF, DKIM, and DMARC, ensuring emails are authenticated and not vulnerable to spoofing. They provide real-time diagnostics, simulate authentication results, and offer visibility into how ISPs perceive a domain’s email practices. Commonly used tools include:

MXToolbox DMARC Lookup – Provides comprehensive DNS lookups and diagnostics.
DMARC Analyzer – A professional suite for monitoring and analyzing DMARC reports.

Configure DMARC with AJO

The Journey Optimizer administration interface allows you to set up DMARC record for all the subdomains that you have already delegated or are delegating to Adobe. Login to the AJO UI and follow the below steps to Check DMARC status:

1. Access Subdomain Settings